Vegemite Audience in United States

Vegemite logo

Vegemite has an estimated audience of 697,360 people in United States. 60.3% are female, 39.7% are male, average age 34.6. Top regions: California, Texas, Florida. Top brand affinities: Toriko, Aerolíneas Argentinas, Executive suite, Steven Adams, Charms Blow Pops.

The average Vegemite fan in United States is 34.6 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Toriko, Aerolíneas Argentinas, Executive suite, with strongest over-indexing on Toriko (587.33× the country average). Demographically, the Vegemite audience skews more female with an average age of 34.6, and over-indexes on personality traits such as Indulgence, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Food & Beverages · Type: Brand

Demographics of Vegemite fans

Demographic split for Vegemite audience in United States
MetricValue
Female60.3%
Male39.7%
Average age34.6
Estimated audience size697,360

Audience persona

The typical Vegemite fan in United States is more female, around 34.6 years old, with strong Indulgence tendencies and a notable affinity for Toriko.

Top regions in United States

Top regions ranked by reach for Vegemite in United States
RegionReachAffinity
California82,8291.08×
Texas56,9430.95×
Florida43,6520.92×
New York36,9410.95×
Pennsylvania24,1711.03×
Illinois23,4691.01×
Ohio21,0850.98×
North Carolina20,4300.97×
Georgia18,8460.88×
Michigan18,4711.01×
Virginia17,0111×
Washington16,9411.21×
New Jersey15,5020.87×
Arizona14,9791.05×
Tennessee13,9451×
Massachusetts13,7541×
Indiana12,2380.96×
Missouri11,5211.02×
Colorado11,3671.03×
Wisconsin11,3261.08×
Minnesota11,0061.1×
Maryland9,8970.83×
Oregon9,4881.19×
South Carolina9,2890.89×
Alabama8,6340.89×
Kentucky8,4610.97×
Oklahoma8,2861.07×
Utah7,6901.23×
Louisiana7,5770.84×
Nevada6,4470.96×
Connecticut6,2240.89×
Arkansas5,9531.04×
Iowa5,6830.99×
Kansas5,5481.01×
Mississippi4,3430.76×
Hawaii4,1411.38×
Idaho4,1251.18×
Nebraska3,4300.98×
West Virginia3,2961.01×
New Mexico3,0660.88×
New Hampshire2,8981.05×
Maine2,7091.08×
Montana2,1441.11×
Alaska2,0231.36×
Washington, District of Columbia1,8450.88×
Rhode Island1,8330.83×
Delaware1,4880.77×
North Dakota1,4831.04×
South Dakota1,4760.92×
Vermont1,1520.94×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Vegemite audience
BrandAffinityCategory
Toriko587.33×Literature
Aerolíneas Argentinas643.67×Travel & Leisure
Executive suite608.32×Movies & TV
Steven Adams199.83×Sports
Charms Blow Pops390.79×Food & Beverages
Resident Evil: The Final Chapter351.7×Movies & TV
Ryan Higa280.73×Internet & Social Media
La Maison du Chocolat442.65×Food & Beverages
Roman Atwood223.31×Internet & Social Media
Axel Kicillof1012.17×Politics & Society
Sara Lee Desserts565.47×Food & Beverages
tootsie pops207.77×Food & Beverages
Cocoa solids84.51×Food & Beverages
Alfajor203.96×Food & Beverages
Djerba296.99×Travel & Leisure
Planescape229.29×Games
Designer label62.79×Fashion & Accessoires
Dinner Date519.56×Movies & TV
Airheads73.27×Movies & TV
Foodservice distributor146.04×

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Vegemite audience
TraitClusterScore
IndulgenceJOY1.76
Family OrientationCONSERVATISM1.36
Healthy LifestyleBALANCE1.28
Social Media UsageJOY1.27
MindfulnessBALANCE1.23
Urban LifestyleOPEN1.21

Worldwide distribution

Worldwide audience distribution share by country for Vegemite
CountryShare
United States27.1%
Australia16.1%
Canada4.4%

See Vegemite audiences in other countries

More Food & Beverages audiences in United States

Frequently asked questions

How many fans does Vegemite have in United States?

Vegemite has an estimated audience of 697,360 people in United States, concentrated in California and Texas.

What is the gender split and age of Vegemite fans?

60.3% of Vegemite fans are female, 39.7% are male, with an average age of 34.6 years.

Which brands do Vegemite fans like most?

Vegemite fans show strongest brand affinity for Toriko (587.33×), Aerolíneas Argentinas (643.67×), and Executive suite (608.32×) over the country average.

Where do Vegemite fans live in United States?

Vegemite fans in United States are most concentrated in California (reach 82,829), Texas (reach 56,943), and Florida (reach 43,652). These three regions account for the largest share of the active audience.

What other brands do Vegemite fans also like?

Beyond Vegemite itself, the audience over-indexes on Aerolíneas Argentinas (643.67×), Executive suite (608.32×), Steven Adams (199.83×), and Charms Blow Pops (390.79×) compared to the United States average.

How to read this data

Audience size is the estimated number of people in United States who actively search for Vegemite. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.